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Marketing Management Lecture #9 (Price image (sorts of pricing (good…
Marketing Management
Lecture #9
product and service decisions
attributes
style and design
quality
product quality:
level of quality which supports positioning
features
Product mix
depth
consistency
width
product line decisions
stretching
downward stretch
upward stretch
filling
Service marketing
Interactive marketing
internal marketing
Service profit chain
Price
price ceiling
price floor
sorts of pricing
good value pricing
cost based pricing
value added pricing
competition based pricing
Elasticity
elastic: a big change in demand
when price is changing
inelastic: not a big change in demand
when price is changing
sorts of pricing for
new products
market penetration pricing
market skimming pricing
product mix princing
captive product pricing
by product pricing
product bundle pricing
marketing channels
Ways channel members add value
Matching
Contact
Info
Financing
ways of distribution
through channel design
exclusive distribution: luxury cars
selective distribution:televisions
Intensive distribution: toothpaste
Importance of marketing channels
